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How Capital One combined real-time marketing and sponsorship
Stephen Whiteside, Event Reports, ANA Real-Time Marketing Conference, December 2013
This event report describes how Capital One, the credit card company, conducted a real-time marketing campaign - informed by data and analytics - during the 'March Madness' basketball championship in the US.
This event report describes how Capital One, the credit card company, conducted a real-time marketing campaign - informed by data and analytics - during the 'March Madness' basketball championship in the US. A Twitter hashtag was added to television ads in order to help stimulate the conversation, which Capital One then engaged with. Graphic artists and sports writers were recruited to produce content to be distributed in real-time, with forward planning meaning clearance rights from the relevant organisations had already been obtained. On Twitter, the company offered prizes for people who participated, and maintained a leaderboard of the teams people were tweeting about. An influencer strategy included interacting with celebrities who were posting about basketball, and establishing a relationship with three popular bloggers, each with a different target audience. The company was able to measure the success of this campaign against established internal benchmarks, finding that a real-time approach allowed it to far exceed these.
Busting "myths" about China's low-income consumers: Learnings from P&G
Low Lai Chow, Event Reports, Qualitative 360 Asia, November 2013
This event report looks at qualitative research conducted by Procter & Gamble as it sought to understand Chinese consumers living on less than $2 per day.
This event report looks at qualitative research conducted by Procter & Gamble as it sought to understand Chinese consumers living on less than $2 per day. The firm discovered that quantitative studies can sometimes be misleading, as shown by the gap between the number of people who own a washing machine and those that had a water supply allowing them to use it. Further "myths" included the assumptions that cheap products would automatically be preferred, that authority figures lacked influence, and that low-income consumers would have a limited input when it came to talking about potential innovations.
The making of India into a brand
Sangeeta Shrivastava and Pradeep Krishnatray, Warc Exclusive, November 2013
This report describes the development of 'Brand India', considering central coordination of marketing by the government, the effect of economic development - with particular attention paid to the IT industry, and the role of tourism.
This report describes the development of 'Brand India', considering central coordination of marketing by the government, the effect of economic development - with particular attention paid to the IT industry, and the role of tourism. India's high growth rate and large outsourcing industry has attracted international business attention: this was built on at Davos in 2006 with a large marketing campaign. The 'Incredible !ndia' campaign, a tourism marketing campaign that ran over several years, is also described. In 2013 India faces several challenges: slowing growth has dampened excitement about the country, with the domestic consumer market impacted by inflation. Investment and growth are expected to continue, but future marketing efforts should focus on credibility.
Luxury brand marketing: Socially affluent
Steve Yi, Admap, November 2013, pp. 36-37
This article argues that Twitter is more useful than Facebook for targeting luxury brand consumers through social media, as it allows a more personalised approach.
This article argues that Twitter is more useful than Facebook for targeting luxury brand consumers through social media, as it allows a more personalised approach. LinkedIn and Facebook are both mass communication methods. If luxury brands target affluent consumers through these channels, they risk alienating people who aspire to the brand. Twitter and similar platforms allow personal communication and increase access to staff members who can provide information and services to affluent consumers.
Finding Gold in the Desert: The invention of MegaPlaza, the first modern mall for the emergent classes in the outskirts of Lima
Rolando Arellano Cueva, Rolando Arellano Bahamonde and Percy Vigil Vidal, ESOMAR, Congress, Istanbul, September 2013
This paper discusses how to target the emergent middle classes in Latin America, using an example of a mall in Lima, Peru.
This paper discusses how to target the emergent middle classes in Latin America, using an example of a mall in Lima, Peru. The emergent middle classes have been under-characterised by marketers, and regarded as behaving in a similar way to traditional middle class people. Research presented here explains how the emergent middle class was characterised in Lima and how this information was used to design a shopping mall which accounted for their needs.
Measuring Up: Impact of mobile and segmentation on respondent behaviour
Aaron Jue and Kristin Luck, ESOMAR, Congress, Istanbul, September 2013
This paper discusses the supposed decline in survey respondents' attention span by examining the results of a study on respondents who access online surveys from mobile devices.
This paper discusses the supposed decline in survey respondents' attention span by examining the results of a study on respondents who access online surveys from mobile devices. The study used data from surveys conducted by ecommerce companies and only used surveys which were designed for online use but taken on mobile, to create a mobile survey behaviour baseline. The types of surveys examined included both short and complex surveys, and long surveys that could be segmented. Initial results suggested that this area was quickly developing, and so results were updated six months after the initial findings. The paper uses the latest results to analyse the best ways to reach respondents.
Mythbuster: Stereotypes about grandparents
Les Binet and Sarah Carter, Admap, September 2013, pp. 9-9
This article criticises the lack of attention paid to grandparents in the UK, US and Europe as they take on greater responsibility for their grandchildren.
This article criticises the lack of attention paid to grandparents in the UK, US and Europe as they take on greater responsibility for their grandchildren. People are now becoming grandparents younger, and staying grandparents for a longer proportion of their lives. At the same time grandparents are increasingly supporting their children with childcare. This article argues that grandparents represent an under-utilised marketing opportunity for goods relating to children, including food, toys, health and holidays.
The Marketer's Dilemma: Focusing on a Target or a Demographic? The Utility of Data-Integration Techniques
Mike Hess and Pete Doe, Journal of Advertising Research, Vol. 53, No. 2, 2013, pp. 231-236
Data-integration techniques can be useful tools as marketers continue to improve overall efficiency and return on investment.
Data-integration techniques can be useful tools as marketers continue to improve overall efficiency and return on investment. This is true because of the value of the techniques themselves and also because the current advertising market, based on demographic buying, has major opportunities for arbitrage in the range of 10 percent to 25 percent (where in that range depends on the nature of the vertical). The current study reviews different methods of data integration in pursuing such negotiations.
Midlife Women: Embracing power and avoiding invisibility in global consumer markets
Euromonitor Strategy Briefings, May 2013
This paper analyses the state of midlife women, aged 45-64 years old, around the world. The proportion of midlife women is highest in mature markets but by total numbers, most live in China and India.
This paper analyses the state of midlife women, aged 45-64 years old, around the world. The proportion of midlife women is highest in mature markets but by total numbers, most live in China and India. While there are increasing proportions of women in paid employment, they still do not earn pay equal to men and many value time as much as work. The presentation also includes charts that cover midlife women's desire to try new products and services, political representation and celebrity influences.
How to justify 'premium' for the emerging affluent Chinese consumers?
Sirius Wang and Troy Hakansson, Millward Brown Asia, Point of View, April 2013
This article examines the rise of the affluent class in China - the top third of the population by income - and how marketers can engage with them.
This article examines the rise of the affluent class in China - the top third of the population by income - and how marketers can engage with them. It examines whether brands can provide unique functional and emotional values to meet more than just the basic functional demands of consumers to effectively balance "high premium" and "high attractiveness" and become a "justified premium brand". Only 7% of the 600 brands in Millward Brown’s 2011 and 2012 BrandZ Chinese database earn this label, with loyalty driven by their dynamism and salience. These brands are influential in their innovation and media communication, and seen as being creative, in control, assertive and trustworthy. To achieve this status, a brand should grasp relevant market opportunities and position itself accurately, avoiding a positioning that is too extreme while maintaining uniqueness. Examples of brands that have achieved this are Septwolves, a men's apparel brand, and Blue Moon, a laundry care brand.
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